The Viral Dubai Chocolate Bar: 7 Shocking Facts About The Original Fix Dessert Chocolatier Sensation

The "Dubai Chocolate Bar" has dominated social media feeds since its explosive rise in early 2024, becoming one of the most sought-after and expensive confections in the world. This phenomenon is not just about a simple chocolate bar; it is a culinary fusion that marries premium European chocolate with traditional Middle Eastern desserts, specifically the beloved knafeh.

As of late 2024 and early 2025, the trend shows no signs of slowing down, with the original creator, Fix Dessert Chocolatier, expanding its flavor line and major global brands like Hershey’s jumping in to capitalize on the viral craze. The original bar, famously named "Can't Get Knafeh of It," remains the gold standard, but the landscape of the Dubai chocolate sensation is rapidly evolving, with new flavors, competitors, and a fluctuating price tag.

The Original Sensation: What Exactly is the Viral Dubai Chocolate Bar?

The original viral bar is a masterpiece of texture and flavor, created by the Dubai-based boutique Fix Dessert Chocolatier. It gained astronomical fame on platforms like TikTok, where videos of the satisfying "snap" and the vibrant green, gooey filling captivated millions.

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• Creator: Fix Dessert Chocolatier (a homegrown UAE brand).
• Original Bar Name: "Can't Get Knafeh of It."
• Outer Shell: Premium Milk Chocolate or a Dark Chocolate "Midnight Edition."
• Core Ingredients: A rich blend of Pistachio Cream/Butter, a hint of Tahini (sesame paste), and most critically, Kataifi (or Knafeh) shredded pastry.
• Signature Feature: The contrasting textures—smooth chocolate, creamy pistachio, and the irresistible kataifi crunch.
• Viral Mechanism: The famous "chocolate snap" video and the vibrant green filling, which made it instantly recognizable on social media.

The Shocking Price and Current Availability of the Original

One of the most talked-about aspects of the Dubai chocolate bar is its price, which skyrocketed due to the intense viral demand and limited production capacity. The price point is a key differentiator from mass-market candy bars, cementing its status as a luxury, artisanal treat.

The Price Tag: From Viral Resale to Official Cost

During the peak of the viral shortage in early 2024, the "Can't Get Knafeh of It" bar was famously resold online for as much as $100 or more, and often cost around $20–$25 from third-party resellers.

Today, the official price for the original bar has stabilized but remains a premium product. On some international online shops, the bar is listed for around $30.00 USD, sometimes on sale from an original price of $40.00 USD.

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However, for those closer to the source, the "Midnight Edition" (Dark Chocolate) is listed on regional Fix Dessert Chocolatier sites for approximately AED 68.25, which translates to about $18.60 USD.

Where to Buy the Authentic Fix Chocolate Bar Today

The extreme shortage has eased, but the bar is still not widely available in all global retail stores. The best way to purchase the authentic bar is directly from the Fix Dessert Chocolatier official website or through authorized online retailers.

• In the UAE: The brand, which is a homegrown UAE success story, has expanded its availability beyond its main location, with options for delivery in cities like Abu Dhabi via platforms like Deliveroo.
• Internationally: The bar is available through select international gourmet distributors and, increasingly, on platforms like Etsy and Walmart, though buyers should always verify the seller's authenticity to avoid fakes.

The Trend's Evolution: New Flavors and Mainstream Takeover

The success of the Pistachio Knafeh bar has led to a rapid expansion of the Fix Dessert Chocolatier brand, as well as an unprecedented move by major multinational corporations.

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Fix Dessert Chocolatier’s Flavor Expansion

Capitalizing on the viral momentum, Fix has introduced several new, creative flavors that continue the tradition of fusing chocolate with decadent Middle Eastern and dessert-inspired cores. These new offerings demonstrate the brand’s topical authority beyond the initial viral hit.

• Time To Mango: A tropical twist that combines the creamy crunch with a mango-flavored filling.
• You Karak Me Up: Inspired by the popular, spiced milk tea of the region, Karak Tea, offering a unique aromatic flavor profile.
• Pistachio Baklava: Another nod to classic Middle Eastern pastries, utilizing the rich, nutty flavor of baklava.
• Raspberry Cheesecake & Molten Lava Cake: Showing a move toward global dessert flavors while maintaining the signature crunchy core.

The Hershey’s Effect: Mainstream Validation

Perhaps the most significant recent development is the entry of a major American confectionery giant into the "Dubai Chocolate" space. In a clear sign of the trend’s global influence, Hershey's announced the launch of its own Dubai-inspired chocolate bar.

The Hershey's bar, which features a pistachio filling and crispy Kadayif (another name for Knafeh/Kataifi), was scheduled to drop on December 4, 2025, with an initial limited-time offering (LTO) of only 10,000 bars. This move validates the staying power of the viral dessert concept and makes the unique flavor profile accessible at a more mass-market price point of $8.99, a fraction of the original's cost.

The Culinary Entities: Knafeh, Pistachio, and Tahini

The secret to the original bar’s success lies in its use of traditional Middle Eastern culinary entities, which provide a rich, authentic flavor profile that is both familiar and new to a global audience.

• Knafeh (or Kunafa): This is the star ingredient. It is a traditional Middle Eastern dessert made with thin, noodle-like pastry (kataifi dough) soaked in a sweet, sugary syrup, and typically layered with cheese or nuts. In the chocolate bar, the kataifi is toasted to a perfect crisp, providing the essential "crunch" factor.
• Pistachio: The vibrant green filling is predominantly pistachio butter or cream, a staple flavor in luxury Middle Eastern and Mediterranean desserts. The high quality of the pistachio is what gives the bar its signature color and deep, nutty flavor.
• Tahini: Often included in the original recipe, tahini (ground sesame paste) adds a subtle, earthy richness and a sophisticated depth that balances the sweetness of the chocolate and pistachio.

The "Dubai Chocolate Bar" is more than a fleeting food trend; it is a testament to the power of social media to launch an artisanal product onto the global stage. From its humble origins at Fix Dessert Chocolatier to inspiring a global giant like Hershey’s, the Pistachio Knafeh bar has permanently cemented the fusion of high-end chocolate with authentic Middle Eastern flavors in the modern dessert lexicon.